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Regional Consumer Insights

Rural Transport
Brands are introducing tech-enhanced public transport solutions for rural areas
Trend - Designers are proposing various high-tech solutions that will help individuals in rural areas get around with ease. These innovations are focused on bringing functionality and convenience to communities, as well as a more eco-friendly approach to public transportation.

Insight - Somewhat or fully aware of the many technological advancements that are being implemented to enhance the living standards of cities, members of rural communities are emphasizing the need for better infrastructure in smaller towns. Since individuals in these spaces are looking for a higher degree of convenience and efficiency, they are creating a strong demand for the update of important town functions—from transportation to food access. When these needs are met, consumers feel better supported and capable of achieving their own goals.
Workshop Question - How can your brand enhance the living standards in rural communities?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Local Gift-Box
Brands are curating gift boxes with artisanal goods from independent businesses
Trend - Brands are launching specially curated and accessibly priced gift boxes that feature products from small businesses and local artisans. These initiatives are not only effective in satisfying a consumer need but also provide relief for independent businesses, impacted during the ongoing pandemic.

Insight - When making personal purchases or gifting decisions for special occasions, consumers are emphasizing the need to support local economies during the COVID-19 pandemic. As a result, an increasing number of individuals opt-in for artisanal goods from small shops and creatives. In doing so, consumers are able to appeal to their need for unique products while simultaneously feeling good about helping out independent businesses.
Workshop Question - How could your brand accommodate the gifting needs of consumers during a health pandemic?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rural Bank
Financial institutions are looking to become accessible for rural communities
Trend - Many financial institutions—from traditional to digital-first banks—are attempting to reach rural communities with the help of technology. The movement calls for improved banking access through the implementation of small ATMs, biometric readers, cloud-based platforms and more.

Insight - Technology is enabling a higher degree of accessibility for services and many consumers are taking advantage of this. As the world evolves and individuals in rural communities become more connected, these features become more readily available in remote regions. They enable consumers without access to as many convenience-based services as people in cities to feel more empowered and prepared to take charge in the case of a crisis.
Workshop Question - How could your service/product reach a more off-grid consumer?
2.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Danger Mapping
Apps map out dangerous areas as pertaining to health, social status or ecology
Trend - Developers are utilizing data and analytics to identify areas that are dangerous for health, social or political reasons. The technology is available to consumers through mobile applications, making it convenient to use in real-time and on-the-go.

Insight - Political climates, ecological crises, and epidemics can entail unpredictable threats. To counter the fear of the unknown, consumers look for ways to alleviate stress on-demand through an overview of danger areas in the vicinity. This ties into the desire of being informed and organized in the face of danger, allowing individuals to take preventative measures on-the-go and ease unfounded concern.
Workshop Question - How can your product be used to deliver important information to consumers?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Yerba Expansion
North American consumers become familiarized with yerba mate in packaged beverages
Trend - Yerba mate has traditionally been consumed as a tea in South America, but today packaged beverage brands in North America are leaning into the herb as a healthful flavor option. This speaks to the desire North American consumers have to experiment with wellness solutions from around the world.

Insight - As North America expands in diversity, global influences in the region can be observed in everything from art and design to cuisine. The impact of globalization on consumers is a deeper appreciation for products and services that were once unfamiliar to them, and they now expect that brands are well-aligned with their increasingly diverse and nuanced preferences.
Workshop Question - What regional trends could your brand lean into for inspiration?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cultured Creamery
Ice Cream is used as a step towards experiencing global palette
Implications - By leveraging ice cream as an exploratory platform, brands are allowing consumers to experience new cultures via regional flavors, but with the security of the familiar dessert concept. This combination speaks to the consumer desire for experimental foodie experiences, coupled with a refusal to limit their palettes to their own geographic experiences.
Workshop Question - How can your brand combine the security that comes with familiarity, with an experimental product or experience?
2.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Yam Confection
Japanese desserts adopt unexpected flavors inspired by the regional sweet potato
Implications - Drawing inspiration from the Japanese Annou Imo, a luxurious sweet potato known for its delectable taste, beverage and dessert brands from the region are adapting the flavor and aroma of the sought-after spud. Celebrating the local bounty, consumers are enjoying the enticing flavor of this yam in new ways, through unexpected formats including sweets and drinks that demonstrate the innovative flavor reversal of Japanese culture. This emerging ingredient draws out the importance of healthy indulgences influencing modern consumers and the next generation of flavor seekers.
Workshop Question - How can your next innovation also serve to celebrate the identity of your consumers?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fantastical Dumpling
Eastern comfort food sees a dramatic flair for imaginative indulgence
Implications - Traditionally served as classic comfort food, dumplings and wontons are seeing a reimagining within Japanese and Korean cuisine, sparking the imaginations of consumers far and wide with completely revitalized formats. Immersed in tradition and culture, Eastern cuisine is increasingly incorporating sensorial engagement through innovative formats and unique positioning that lends an air of exiting freshness and forces the diner to rethink their expectations. This shift speaks to the globalization of emerging consumer inclinations towards experiences.
Workshop Question - What role does tradition have in your industry and how can you leverage that to set your brand apart?
2.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eccentric Seasoning
Asian flavor trends turn conventional snacks into surprising experiences
Implications - Exploring non-traditional combinations and formulations, Asian snack brands are continuously coming out with flavors that dare to create unlikely matches. Taking simple snacking products and breathing new life into them through surprising spices and seasonings draws in curious consumers hungry for change. This experimental approach to flavor pushes the boundaries for emerging trends in snacking, establishing Asia as the top destination for the truly insatiable flavor-seeker desiring exposure to extraordinary taste experiences.
Workshop Question - How can your brand incorporate more diverse ethnicity into your product/service?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fusion Confection
Classic Asian desserts are reformatted to appeal to North American audiences
Implications - Continuously inspired by new formats, ingredients and textures, dessert brands are taking advantage of the evolving popularity of Asian-fusion cuisine by incorporating popular Asian influences into hyper-indulgent desserts. Balancing a love for delicious sweets with exciting flavor enhancements, the winning combination serves to excite both the flavor connoisseur as well as the social media maven.
Workshop Question - How can your brand take inspiration from adjacent industries and incorporate it into its offerings?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends